We are now going to spend a few weeks talking about the last of the 4Ps which is promotion.

There two kinds of broad promotional strategies :


The Pull strategy employs advertising to get the consumer to want your product and so the demand will cascade from consumer, retailer, wholesaler and manufacturer. The Push strategy works in the opposite direction where selling will be made from the manufacturer to wholesaler, retailer and then to the retailer. I doubt that these strategies are mutually exclusive so I expect companies to use a mixture of both. 
Theoretically, I play the role of "manufacturer" with Dr Wealth as my "retailer" but in actual practice I make almost no decisions on promotion. In my case, I doubt any strategy can be categorized this way.

Once a promotional strategy is determined, the next thing to take care of is advertising strategy.

We must first determine what kind of demographic, geographic and impact...